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ZenOnco.io: Service Delivery and Brand-Building Dilemmas
內容大綱
In 2022, the India-based patient-centred integrative oncology start-up ZenOnco was struggling with brand equity and impact. The company had introduced two innovative apps-Ziopar and CANNECT-to help empower, educate, and enable patients and caregivers to access scientifically-based information and support on cancer treatment. However, the company had yet to become the most sought-after platform for cancer guidance. More than a dozen oncology start-ups were springing up across India's fragmented, disorganized, and complex cancer-care industry, known for service-delivery issues and high drug costs. ZenOnco's biggest challenge was brand building and navigating the customer service journey to become the preferred destination for free and low-cost, fact-based cancer-care guidance, counselling, and support.